Research on the Current Development and Optimization of TikTok’s Digital Marketing Strategies

Abstract

This study examines the development and optimization of TikTok’s digital marketing strategy. As TikTok has rapidly evolved into a dominant social media force, attracting over 1.2 billion monthly active users, it presents immense marketing potential for businesses. However, effectively leveraging TikTok requires comprehending and enhancing its marketing approach. Through a literature review and case study analysis, this research maps TikTok’s transition from organic viral growth to a multi-faceted strategy involving influencer partnerships, diverse advertising formats, algorithmic personalization, localized efforts, and e-commerce integration. While previous studies have focused on TikTok’s current evolution, this paper identifies an optimization gap and proposes recommendations to refine marketing strategies. Suggested optimization measures include building long-term user relationships through personalization and value delivery, strategically utilizing influencer/celebrity marketing to tap into user psychology, optimizing ad timing based on user behavior data, and localizing content. This study fills the academic gap in optimizing TikTok’s marketing strategy, providing valuable practical insights. For businesses, it offers guidelines to maximize TikTok’s marketing impact and promote brands effectively.